Since the beginning of the week and after two years of closure due to Covid, the Perrier museum has reopened its doors in a different location with a modern scenography that traces the history of the iconic brand made in Gard.
From Roland-Garros to New York Fashion Week, 100% Gard sparkling mineral water has had a success story worthy of the biggest stars for almost 160 years. Whose story, full of twists and beautiful encounters continues to be written every day, here in Vergèze. It is in fact from this town located a few kilometers from Nîmes that some 1.4 billion bottles of Perrier leave each year to be consumed all over the world.
The historic hall in the spotlight
A notoriety that was well worth devoting a museum to him, imagined not far from the factory where the precious natural water is bottled according to the ancestral recipe. If such a space already existed before within the sublime castle of the site, the past two years, tainted by the pandemic, have made it possible to completely rethink the scenography of the place and its place in the visit route.
The Romans already fans of Perrier
Exit the castle. It is now in the historic storage hall, 100 years old, which once adjoined the railway line and the road by which the delivery trucks went, that this curiosity is revealed. In a decor as colorful as it is soothing, visitors from all over will immerse themselves in a refreshing bath in the Perrier saga. From historic bottles, to the brand’s flagship slogans, to immersive films to discover all the sparkling secrets of this water. Starting with the incredible history of this source which dates back some 120 million years when, several meters underground, rainwater met gas of volcanic origin, during a series of eruptions and giving thus life at the source of the Bouillens.
Spa land
“Later, the legend even says that the Romans, and in particular General Hannibal, quenched his thirst there in 218 BC, when he was returning to Rome”tells the dynamic Laurie, the professional guide of the Perrier site, who provides the guided tour to all visitors. “While carrying out the work around the source, coins with the effigy of Julius-Cesar were really found. This confirms, and even if it was 150 after Hannibal, that the Romans had indeed discovered this water “.
But it was under Napoleon III, in the 19th century, that Bouillens water began to be talked about in the area. Thanks to Alphonse Granier, the owner of the place, who sees in this source and the water of Bouillens the wonderful opportunity to ride the wave of spas and the enthusiasm it arouses. Propagated in particular by Napoleon III in person, an avid practitioner of cures. It was the latter who granted the owner the imperial authorization to exploit the spring on June 23, 1863. And thus was born the very distinguished Company of the Thermal Establishment of Mineral Waters of Vergèze.
The King of England was mad about it
It will nevertheless be necessary to wait 25 years later for the official medical director of the source, Doctor Perrier, to have the sparkling water analyzed. A life-saving decision for the continuation of the Perrier epic. Because as the good doctor foresaw, we discover in Vergèze water therapeutic properties and from then on the only goal becomes to bottle the precious liquid. But the money is lacking. On vacation in Grau-du-Roi, St John Harmsworth fell in love with the place and the sparkling mineral water of Bouillens. So much so that he bought the source, named it Perrier in homage to the doctor and gave life to an elite product that conquered the British market. Until the Gard water is squarely admitted to the table of the King of England. So many delicious anecdotes to discover during this refreshing walk until September 30th!
Perrier in practice
Until September 30, 2022, the Perrier museum and its famous source open their doors to visitors who wish to discover the incredible history of this sparkling water, a must in the Gard landscape of course, but more broadly in France. To discover the secrets of Perrier, meet from Tuesday to Saturday from 10 a.m. to 12:30 p.m. and from 1:30 p.m. to 6 p.m. (7 p.m. in July and August). Reservation on 06 77 42 15 63. Perrier on the RN113, access by A54 or A9 motorway, Gallargues exit.
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Perrier or the art of the quirky slogan
Conceived in 1976, by Jean Davray, the advertising slogan “Perrier, c’est fou” marks a new high point in the history of a brand which has claimed and assumed since its creation, an offbeat and counter-current style. The same year, Perrier even called on Serge Gainsbourg to give life to “the hand”, a now legendary advertising spot… and to be rediscovered at the Perrier museum in Vergèze where all the advertising campaigns are grouped together. From “water that makes you pschiiiiit” to “If man was content to go down a Perrier” via “Thirst quencher” or “Laughing water”, the Perrier factory team wanted to pay tribute to 160 years (next year) of sparkling stories of all kinds. It is quite surprising to note by rediscovering the various advertising campaigns to what extent the existence of mineral water is part of the French collective memory of the children of advertising. Also exhibited are posters created in collaboration with the biggest names in the art world, starting for example with Dali.
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